Beyond the Label: How to Evaluate a Sustainable Fashion Brand

This is a common dilemma! Consider reaching out to the brand directly with your concerns. Many brands are responsive to customer feedback about sustainability. You could also look for similar styles from higher-scoring brands, or buy fewer pieces and take extra care of them. Remember, the perfect shouldn't be the enemy of the good – even small improvements in your shopping habits make a difference.

Not necessarily. While sustainable practices often cost more, high prices don't guarantee ethical practices. Some luxury brands have been found to burn unsold stock or use exploitative labor practices. Price can be an indicator, but always do the full evaluation. Some mid-range brands are more sustainable than luxury ones, and some affordable brands are making genuine efforts to improve.

We recommend re-evaluating your favorite brands annually, or when they make major announcements about sustainability initiatives. Brands can improve quickly (or sometimes backslide), and the sustainability landscape is rapidly evolving. Set a reminder to check their latest sustainability reports and goals each year.

Vintage and secondhand shopping automatically score high on sustainability because they extend the life of existing garments and reduce demand for new production. However, you still want to consider the original brand's practices, especially if you're buying recent secondhand items. Plus, supporting vintage and consignment shops helps build circular fashion infrastructure.

While reducing fast fashion consumption is generally good for the environment and workers, complete boycotts aren't always practical for everyone due to budget or size constraints. Focus on buying less, choosing quality over quantity, and supporting the most responsible brands within your budget. Even fast fashion brands are starting to offer more sustainable lines – use your evaluation skills to find the best options available to you.

Look for third-party certifications rather than self-reported claims. Organizations like GOTS, Fair Trade, and B Corp have rigorous verification processes. You can also check if brands publish detailed sustainability reports with specific data and goals. Be wary of vague language and look for concrete numbers and timelines. When in doubt, reach out to the brand directly with specific questions.

If you had to choose just one factor, look for transparency. Brands that are genuinely committed to sustainability are open about both their successes and failures. They publish detailed reports, acknowledge problems, and set public goals with deadlines. Transparency often correlates with accountability across all other areas – environmental, social, and economic.